Published on: March 11, 2025 / update from: March 11, 2025 - Author: Konrad Wolfenstein
Understanding search intentions: The key to success in B2B and B2C online marketing-The differences between B2B and B2C-Image: Xpert.digital
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In the digital age, search engine use has become a central element in the purchase process, both for private customers (B2C) and for business customers (B2B). While the search for information plays an important role in both areas, there are fundamental differences in the way Google searches are carried out and which intentions are behind it. This report analyzes the different search intentions and their effects on the purchase decision processes in both business models. The examination clearly shows that B2B search processes are shaped by longer decision chains and more complex information needs, while B2C searches can have more direct purchase intentions more often.
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The basics of search intentions
Search intentions refer to the basic intentions with which users make searches on Google and other search engines. Google processes around 63,000 searches per second and about 2 trillion searches per year, each of these inquiries connected to a specific intention. Search engine optimization (SEO) For various business models, these intentions must be taken into account and adjusted accordingly.
The search intentions can be roughly divided into four categories, whereby the information procurement (“know” intention) is only one of them. In this context, it is important to understand that the search intentions between B2B and B2C customers differ, which has a direct impact on the digital marketing strategy. These differences result primarily from the various decision -making processes and target groups of the two business models.
1. Information search intention (“know”)
Users are looking for general information or answers to specific questions. Examples are “How does SEO work?” or “tips for project management methods”.
2. Commercial search intention (“do”)
Users show interest in a product or service without wanting to carry out a transaction directly. You are looking for z. B. according to product reviews or comparison information to prepare a purchase decision.
3. Transactional search intention (“buy”)
Users have the clear intention of carrying out an action, such as buying a product or booking a service. Examples are “buy iPhone” or “book hotel”.
4. Navigatory search intention (“go”)
Users want to find a specific website or brand, e.g. B. by entering “Amazon” or “LinkedIn Login”.
These categories are crucial for the digital marketing strategy, especially in the contrary between B2B and B2C customers. While B2C customers often make impulsive and emotional decisions, B2B customers are more focused on rational and information-based decision-making processes.
Target groups and decision -making processes
The basic difference between B2B and B2C SEO is in the target group. In the B2B area, the SEO strategy is aimed at companies and decision-makers who usually have detailed specialist knowledge and are looking for specific solutions for their business challenges. This target group is often located in the upper or middle management level and not only has to take into account the immediate effects on your company in your decisions, but also long -term strategic goals.
In contrast, B2C decision-making processes are often less complex. In the B2C market, consumers more often make impulsive, while the purchase process in the B2B sector is much more complex. This has direct effects on the type of search intentions and the associated information needs.
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Search behavior in the B2C area
In the B2C area, search behavior is often characterized by more direct and short-term intentions. The customer journey tends to be shorter, and buying decisions are often made by individuals based on personal preferences. Nevertheless, the procurement of information also plays an important role here.
Interestingly, data show that B2C buyers use the Internet intensive to search for information before making a purchase. After this search for information, however, many customers choose to buy in stationary trade. The most common reasons for this are the “missing feel online” (57.2%), the “immediate availability of products” (44.0%) and the “missing personal advice online” (26.6%). This indicates that the search for information in the B2C area often makes a significant part of the purchase decision, but does not necessarily lead to an online purchase.
The B2C search intentions are often product-oriented and target the direct comparison of prices, functions and availability. Nevertheless, it should not be underestimated that more complex purchase decisions can also take place here, especially with higher -priced products such as cars or electronics, where the customer journey can also be longer.
Search behavior in the B2B area
The search behavior in the B2B sector differs significantly from the B2C area. The Customer Journey in B2B is significantly longer, several people are involved in the purchase decision, and the target groups are defined more precisely (no mass market). This has a direct impact on the search intentions and the need for information.
Research results show that those involved in the B2B purchase process only become active on a website after 57% of the decision-making process. This underlines the importance of a thorough previous anchor in the B2B area. Further data show that 90% of B2B buyers are looking for keywords on the Internet and watch 70% videos to find out before buying.
A particularly remarkable aspect is that 57% of the purchase process has already been completed before a sales employee is contacted for the first time. This illustrates how important the independent procurement of information in the B2B area is and how much B2B buyer rely on online searches before you get in direct contact with a provider.
Phases of the B2B Customer Journey
The B2B Customer Journey can be divided into different phases, each with different search intentions:
In the phase of consciousness, the B2B decision-maker of a problem or a need becomes aware. The first search for information usually starts on Google. SEO strategies such as keyword research on Pain Points, blog articles with long-tail keywords and technical optimization of the website are used here.
In the consideration phase, the decision-making process is deepened: The B2B decision-maker is actively looking for solutions, compares options and evaluates providers. Content marketing with comparison pages, rich snippets, FAQ areas and backlinks of industry portals play an important role here.
Specific providers are checked in the decision -making phase. The decision -makers are looking for detailed information on products, services and conditions. Conversion optimization through optimized landing pages, product reviews, local SEO and call-to-action elements is crucial here.
The Customer Journey in comparison
The different search intentions in B2B and B2C are clearly reflected in the customer journey. While the decisions are often made faster and by individuals in the B2C area, the B2B Customer Journey is more complex and involves several stakeholders.
In the B2B context, a potential customer goes through an average of seven contact points with a company before finally making his purchase decision. This underlines the need for a comprehensive provision of information across different channels.
The study on B2B buyers showed that 63% of B2B buyers want access to information online, while only 27% indicate that it is better to obtain offline information. Search engines such as Google (47%) are most frequently used in search of online. In addition, a large part of the customers uses websites of suppliers and customer reviews (37% or 36%).
Implications for digital marketing
The different search intentions in B2B and B2C have a direct impact on digital marketing. While both areas have the goal of being found online and making leads to pay customers, the challenges in B2B are different.
It is particularly important for B2B companies to support the complex decision-making process and provide information for various stakeholders. Since several people with different professional backgrounds are involved in B2B buying decisions, information must be provided for different interests (e.g. applicability, costs, training).
In the B2C area, on the other hand, it is more important to create more direct purchase incentives and to shorten the process from interest to the purchase decision. Emotional factors often play a larger role here than in the B2B area, where rational decision-making processes dominate.
Understand search intentions: The crucial lead for companies
The analysis of the search intentions in B2B and B2C clearly shows that the procurement of information plays a central role in both areas, but differs to the scope, depth and process duration. While more direct purchase decisions based on information searches are more common in the B2C area, the B2B process is characterized by longer decision chains and more comprehensive information needs.
For companies, this means that they have to adapt their SEO strategies and content marketing approaches to the specific search intentions of their target groups. B2B companies should pay particular attention to providing comprehensive information for various stakeholders and supporting the entire decision-making process, while B2C companies should rather rely more on direct purchasing incentives and emotional aspects.
In view of the increasing digitization and the growing importance of online searches in both areas, optimization for various search intentions becomes an increasingly important competitive factor. Companies that understand the specific search intentions of their target groups and make their online presence accordingly will have a clear advantage in the future.
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